Digital Marketing (DM) technologies are rapidly transforming the commercial marketplace – challenging companies to develop new Marketing skills that employ a broad range of new tools and techniques. This research examines how successful organizations maximize the value provided by the DM function to drive greater commercial engagement.
Best Practices, LLC, conducted this study to help healthcare companies measure and improve performance across a wide range of Digital Marketing (DM) functional areas and activities. The study delivers insights on performance tracking, new tools and technologies, demonstrating value, better alignment with brand teams, talent acquisition and development, mitigating Regulatory risk, and investment trends.
Digital Marketing Excellence: Generating Top Value in an Emerging Healthcare Function
1. REPORT SAMPLE:
Digital Marketing Excellence: Generating Top Value
in an Emerging Healthcare Function
Best Practices, LLC Strategic Benchmarking Research & Analysis
BEST PRACTICES,
®
LLC
8. Sample Qualitative Slide:
Regulatory Concerns Greatly Slow Time-to-Market for New Digital Services
In the highly regulated healthcare sector, government regulations not only impair a company’s ability to
reach and inform patients via new online technologies, they also create challenges for DM teams to
successfully support their own internal customers. As one interviewed director noted: “[Our] adoption
rate of new channels has halted until global standards can be implemented and scaled.”
Impact of Regulations:
• Limits Use of New Technology, e.g., Social Media
• Does Not Allow Direct Contact with Patients
• Increases Time to Market for Digital Services
“Adoption rate of new channels (social) has halted until
global standards can be implemented and scaled.”
– Director, Digital & Innovation
“Decision not to enter Social Media for the time being;
increased time-to-market for Digital services (due to
extra approvals required from authorities); no right to
address Marketing messages directly to patients.”
– Strategic Marketing Manager
http://www.pharmatimes.com/magazine/latest%20issue/dec/p
p27.pdf
“Everything we say or do must be approved by Legal and
Regulatory. We do not send out branded tweets, and if there
is any mention of a product we must also include a link to risk
information.” – Director, Global Marketing Communications
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BEST PRACTICES,
®
LLC
12. Sample Info Slide:
Solid Risk Mitigation Requires Systemic Approach from Day 1
In order to play aggressively in the Digital space, an organization must feel confident that it has taken
every possible step to mitigate risk. Companies must be highly systematic in their approach to
anticipating and addressing Regulatory risk factors. From knowing the landscape itself to setting up
clear internal protocols, to executing in the field, a risk-mitigation mindset should permeate all Digital
activities.
1. Stay
Abreast of
Regulatory
Requirements
6. Revise
Strategy to
Meet New
Demands
Best
Practices for
MITIGATING
RISK
5. Track AE
Reporting
4.
Communicate
Operational
Hurdles to
Internal
Customers
http://www.pharmaphorum.com/2013/03/26/donald-a-norman-vs-steve-jobsand-jony-ive-design-principles-for-pharma-Digital-strategy/
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2. Develop a
Strong
Adverse
Events
Reporting
Process
3. Set Clear
Internal
Protocols w/
Stakeholders
BEST PRACTICES,
®
LLC